Media Fin is a Belgian media group founded in 2005 as a joint venture between Rossel and Roularta Media Group. The company is based in Brussels and publishes two daily newspapers: De Tijd (in Dutch) and L'Echo (in French).
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MediaFin's newspapers, magazines, and online media platforms reach Belgium's most influential audience, with over 300,000 daily readers, including entrepreneurs, managers, investors, and high-level decision-makers.
The goal
Their goal was to create a series of five Dutch and French episodes to be released biweekly. The aim of launching this branded podcast was to help listeners understand the importance of digital transformation during modernization processes and the necessity of digital transformation within their own companies or enterprises. By sharing relevant information, Salesforce is positioned as a company that enables digital transformation through its product, the CRM software. Mediafin chose Chase Creative as a partner to help develop and execute the concept. Based on successful collaborations on previous branded podcasts— Insight for EY, and Private conversations with Belfius for Belfius—Mediafin partnered with Chase again. As with previous projects, our team of podcast experts managed the entire process, from creating a proposal, format, and concept to recording, editing, and mixing the podcasts.
The process
Under the working title “The Digital Route/The Digital Route/LA Route Digitale,” this branded podcast explores innovation and the role of digital transformation in manufacturing, retail, and banking. Each segment focuses on different challenges within a specific sector, how digitalization can help solve these problems, and which technologies will become essential for future businesses.
Through dynamic conversations between Belgian entrepreneurs (Salesforce customers), external experts, and a Salesforce specialist, listeners receive detailed insights into mobile applications, productivity tools, sustainability measures, artificial intelligence, and other key components of digital transformation.
The audience gets the chance to learn more about mobile apps, productivity tools, sustainable practices, AI, and other digital transformation components. Each podcast is produced in a simple and clear interview format: the host asks questions, a Belgian entrepreneur (Salesforce customer) responds, and a Salesforce expert provides concrete solutions and ideas.
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The Chase Creative podcast team that worked on this project consisted of:
- Petra Beeckx: journalist, copywriter, podcast producer
- Alexandre Braeckman: journalist
- Wederik De Backer: sound recording, editing, and mixing
- Peter Blomme: audio narrator
- Anastassia Oudovitchenko: project manager
- The interviews were recorded in Mediafin's studio at Tour & Taxis in Brussels. Due to the coronavirus crisis, managing the project was challenging, as recording with many people in the studio was not allowed. Our team solved this issue by scheduling separate recordings or recording remotely via video/audio software.
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The results
The branded podcast is available on the DeTijd website and all relevant podcast platforms, including Spotify (NL & FR), Apple Podcasts, Google Podcasts, and other podcast platforms.
“We are currently at more than a thousand unique listening sessions for both the Dutch and French versions,” says Tim De Geyter, project manager at Mediafin.
“The campaign is still ongoing, so we expect the number of listeners to gradually increase. If a listener spends their time listening to the 15-minute podcast, that is already a good sign of their interest in this topic. That, combined with our well-read articles, provides our audience with valuable information and knowledge about specific brands and topics, such as Salesforce and digital transformation,” concludes Tim.
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